Problem
Refresh sells deodorants and is looking to obtain insights as they develop their 5-year strategic plans for growth. It will be important to identify the key customer segments to target in the market that will then be used for strategic branding and marketing efforts. They are also interested in doing some market research to better understand what Canadian customers are most interested which will be used to guide product innovation.
More specifically, they would like to do some research:
1) To identify who is most likely to buy paint, overall and from Refresh
2) To identify and measure the importance of deodorants important to buyers of deodorants (measure importance of different attributes to determine which aspects are most important to current and potential customers)
3) To measure which features are more or less important to different types of customers (measure the importance of different features and identify significant differences in importance across different customer segments)
4) To measure satisfaction with benefits consumers expect to identify underserved consumer needs.
5) To measure perceptions of Refresh as a brand, and 2 existing brands, to identify strengths and weaknesses.